摘要
自新冠肺炎疫情发生以来,覆盖户外标语、报纸、电视、网络等的全媒体、多模态公共卫生教育话语在打赢疫情防控阻击战中发挥了重要作用。文章旨在对这种全新的话语景观进行系统的理论阐释,提出综合分析多模态公共卫生教育话语的多层次理论框架。分析发现,新冠肺炎疫情期间的公共卫生教育话语呈现出显著的语域与多模态资源复杂性,实现了传播公共卫生知识、改变公众面对病毒和疫情的态度、改变公众的卫生行为的交际目的。基于语域类型学的综合分析框架可为考察包含多重交际目的、复杂多模态资源的全媒体传播模式提供有效方法。
After the outbreak of COVID-19,multimodal public health education discourse that spreads across outdoor slogans,newspapers,television,and the internet has played a crucial role in the battle against the epidemic.This paper aims to provide a systematic theoretical account of this brand new discursive landscape,proposing a multi-level framework to analyze multimodal public health education discourse.Analysis of the public health education discourse during COVID-19 shows that they demonstrate remarkable complexity in register and multimodal resources.Multiple communicative purposes are achieved in various types of discourse with text and images,including spreading public health knowledge,changing the public’s attitude towards the virus and the epidemic,and changing the public’s health behaviors.The study concludes that the comprehensive analytical framework based on register typology provides an effective method for investigating omni-media communicative practice with multiple purposes and multimodal resources.
作者
徐燕
冯德正
XU Yan;FENG Dezheng(School of Foreign Languages,Zhejiang Gongshang University,Hangzhou 310018,China;Department of English,The Hong Kong Polytechnic University,Hong Kong 999077,China)
出处
《浙江外国语学院学报》
2020年第2期11-21,共11页
Journal of Zhejiang International Studies University
基金
江苏高校哲学社会科学研究基金项目“警察公共形象建构的话语策略研究——多模态视角”(2018SJA0447)。
